Ask ChatGPT the same "best product" question from the UK instead of the US and it leads with a different product 69.3% of the time, against 52.5% when the US question is asked twice. UK answers swap in local brands: Aviva for Geico in car insurance, Starling for Chase in business banking.
Source: Suff Digital analysis of ChatGPT and Gemini answers to 250 product questions asked from four countries · ChatGPT and Gemini, September 2026
Source: US vs UK: ChatGPT Recommends a Different Top Product 69.3% of the Time - Suff Digital